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Fleetguard Filter Brand #1 in North America

4 APR 03 -- A leading independent market research company, MacKay & Company, recently published the results of a 2002 North America on-highway truck market survey specifying brand preference in diesel engine filters. Published in the DataMac Operator Report, the survey of medium and heavy-duty vehicle operators and maintainers represents 3,508 responses and 387,206 vehicles surveyed between September 2001 and June 2002. Respondents were asked which brand of diesel engine filters they specify.

Fleetguard, which ranked as the top brand preference in the last published MacKay survey in 2000, gained between two and seven percentage points in the 2002 survey as the preferred supplier of air, oil, fuel and coolant filtration.

"This new MacKay data confirms the strength of the Fleetguard brand in North America," said Peggy Harmann, Fleetguard's Vice President of Global Marketing. "Throughout our history, we have focused our marketing strategies on maintaining and strengthening our brand identity among our valued customers. The survey shows that our customers trust Fleetguard to meet and exceed the expectations implicit in our brand promise. Our challenge is to continue to deliver the best products and services in the industry in response to our customers' loyalty."

"I am very pleased with the latest survey results," added Joe Marlow, Vice President of Sales-Americas. "Our sales staff can sell our products with confidence because our customers know and trust the Fleetguard brand. We have built a solid reputation in the on-highway market that can only grow stronger as we continue to focus on meeting customers' needs with products and services they can depend on to run their business."

Asif Jamal, Director of Marketing-Americas, views the MacKay data as an effective marketing tool. "The importance of updated, accurate market data cannot be underestimated as we share this information with existing and potential customers," he said. "The on-highway survey will help us tremendously as we build on the strength of the Fleetguard brand in other markets we serve, like construction, marine, agriculture and the small engine and recreational vehicle market."

MacKay survey results are shown below:

 
Brand Preference
Diesel Engine Filters
Oil
Air
Fuel
Coolant
Truck/Engine Brand
16%
9%
16%
12%
AC Delco
5%
7%
4%
4%
Baldwin
9%
9%
6%
10%
Donaldson
5%
12%
6%
9%
Fleetguard
28%
16%
28%
29%
Honeywell-Fram
6%
6%
7%
6%
Luberfiner
7%
7%
6%
5%
Motorcraft
3%
1%
1%
1%
NAPA
6%
6%
6%
6%
Penray
----
----
----
1%
Perry
----
----
----
1%
Purolator
1%
1%
1%
----
Wix
7%
8%
8%
7%
Other
4%
4%
5%
5%
Don't specify
3%
4%
3%
4%
 
TOTALS
100%
100%
100%
100%


Source: MacKay & Company Truck DataMac -- Report 2002 Customer Survey, September 2002







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